Monopoly at McDonald’s goes app-only in 2025 with W+K Creative
Mary Vrancic: 'This year’s Monopoly at Macca’s is more than just a game — it’s a fully reimagined experience designed to surprise, delight, and reward our customers every time they play.'
McDonald’s Australia has launched the 2025 edition of its Monopoly promotion and for the first time, gameplay is exclusively digital, accessible only via the MyMacca’s app, replacing the long-running system of physical tickets on packaging.
Prizes this year include a 2025 Isuzu MU-X SUV, $52,000 towards rent or mortgage, a year of free Uber rides and Uber Eats, free Macca’s for a year, a $10,000 Amazon gift card, and millions of Macca’s food items.
The campaign creative was developed by Wieden+Kennedy Sydney, which reimagined Mr. Monopoly as a “grindset” influencer encouraging players to “play like a winner.”
The work spans 18 film executions directed by Stefan Hunt, alongside social, OOH, and branded content.
OMD is leading media, with activity including a Sunrise news cross on Seven, integrations with Carrie & Tommy on SCA radio, podcast partnerships with Toni & Ryan, and a content collaboration with Pedestrian.
The leading media trade publication in Australia.
Get our top stories straight to your inbox daily by signing up to our Newsletter
The digital game is powered by iWin, with Akcelo designing the new app experience featuring achievements and daily bonus prizes.
Digitas is leading personalised CRM, while Creata manages prize partnerships and fulfilment.
To play, customers purchase an eligible item and link it to their MyMacca’s app for instant digital tickets.
Mary Vrancic, Senior Director of Marketing at McDonald’s Australia, said: "This year’s Monopoly at Macca’s is more than just a game — it’s a fully reimagined experience designed to surprise, delight, and reward our customers every time they play.
"With a 1 in 3 chance to win, guaranteed daily prizes, and a seamless ticketless journey in the MyMacca’s app, we’re making it easier than ever to win. It’s all about creating everyday moments of joy and engagement, whether you’re a loyal fan or trying Monopoly for the first time."
CREDITS
Client: McDonald’s Australia
Creative Agency: Wieden+Kennedy Sydney
Media: OMD Sydney
CRM: Digitas AU
Digital Experience & Restaurant Experience: Akcelo
iWin digital gameplay mechanics & prize platform: tms
DCO: Adylic, Smartly, INNOVID & Flashtalking
Prize Partnerships and Fulfilment: Creata
PR & Influencer: Mango Communications
Director: Stefan Hunt
Production Company - Film: Exit Films
Animation: Electric Theatre Collective
Visual Post: The Editors
Audio Post: Sonar Music
